7 Challenges Every Healthcare Marketer Will Face in 2019

Shifting demographics are affecting demand, and traditional marketing strategies
are becoming less effective.

Change is inevitable.

By learning to adapt to how consumers are responding to marketing, you’ll
be one step closer to creating campaigns that work, attracting the patients
you want, and becoming the healthcare marketing leader your hospital or
health system needs.

To help you better understand both the needs of your organization and your
patients, we’ve provided a list of challenges facing the Healthcare
Industry in 2019.

Hiring more nurses, doctors, and other healthcare professionals means more
costs. And when you put those costs against the fact that most adults
65 and up are on healthcare programs such as Medicaid or Medicare—programs
known to be a net loss for hospitals—you start to see a serious
problem forming.

And the friction between rising labor costs and a lack of patient revenue
is an issue that will only continue to get worse as Baby Boomers age.

2) Real estate ain’t cheap

Healthcare facilities are incredibly expensive (from the buildings to the
equipment to the land itself). Yes, healthcare organizations are trying
to consolidate
to reduce real estate liabilities, but they’re not doing it fast enough. As such, more and more of
a health system’s budget is being siphoned away from essential departments
like oncology, radiology, and rehabilitation, and funneled towards the
maintenance of a costly—and oversized—brick and mortar infrastructure.

3) Drug costs are soaring.

For patients seeking treatment, the cost is a significant factor. Today,
the burdens of healthcare are being pushed onto the shoulders of patients
via copays and steeper deductibles. As a consequence, patients are much
more apprehensive when it’s time to find care—particularly millennials who prefer at-home remedies until traditional medicine becomes an absolute
necessity.

4) Specialized providers are eating away revenue

Historically, health systems were able to pad profits with specialty services
like orthopedics, labs, and x-ray imaging. But external, specialized providers
are entering the market at an accelerated rate, eating away at those key
sources of revenue.

5) There aren’t enough private patients

The number of private patients—those using private insurance to pay
for medical care—is decreasing. Where hospitals could once rely
on this demographic to subsidize the bill for patients on government-funded
health programs (Medicaid and Medicare), the advancement of aging Baby
Boomers has shifted that balance, leaving many healthcare organizations
in the red.

Couple this aging population with a Millennial generation that’s
hesitant to head to the hospital unless it’s absolutely necessary
and the number of patients using private insurance to pay for medical
care is actively decreasing. Instead, hospitals and healthcare systems
are seeing more patients using government-funded programs (Medicaid and
Medicare) which leads to year-end balance sheets lined with red ink.

6) The world has gone digital and healthcare is way behind

The age and condition of the typical hospital IT infrastructure leave much
to be desired, which is why health systems are a popular target for cybercriminals.

This not only puts patients at risk, but it creates serious liability issues
for healthcare providers that are duty-bound to protect patient privacy under
HIPAA.

7) Your patients are demanding more

As patients are forced to absorb a larger share of their healthcare bill,
they’re now demanding better service from their healthcare providers—specifically
an experience that matches the level of customer service they get from
contemporary retail brands.

Engage with their healthcare providers across various devices and digital
channels (smartphones, smartwatches, websites, patient portals, social
media sites, etc.).

For many hospitals that are still in the digital transition, this can be
a tall order. However, as Baby Boomers and Millennials continue to engage
with the healthcare industry, adapting to changing expectations of service
is not only important to your growth but vital to your longevity as a
healthcare organization.

Rod Thomas is a Director of Regional Sales at Scorpion. He helps healthcare providers gain a strategic advantage online. He works extensively with rural and independent hospitals, helping them develop customized websites and digital marketing solutions to achieve their business goals.
Rod is a graduate of Northwestern University. When he isn’t working, he enjoys playing golf, going to the theater, and spending time with his wife and two children.